Struck, the creative agency of record for the Utah Office of Tourism, is pleased to share insights behind The Mighty 5®, a national advertising campaign developed by the agency to promote summertime leisure travel for the state of Utah.
In a research report conducted by Strategic Marketing & Research, Inc. (SMARI), the following results are attributable to the campaign:
“Mother Nature played favorites with Utah’s great landscapes, and this campaign motivates people to come have the experience.”
- The Mighty 5 campaign reached about 5.75 million target households.
- The campaign generated 6.5 percent incremental travel (the difference in the level of Utah travel between ad-aware and unaware audience). This marks a stronger impact than the previous two UOT non-winter campaigns (2.9 percent in 2012 and 3.6 percent in 2011).
- The Mighty 5 campaign returned $126 in visitor spending for each advertising dollar invested. The 2011 and 2012 non-winter campaigns returned $55 and $68.
- Nearly 375,000 Utah trips between March and December 2013 are attributable to The Mighty 5.
“We are incredibly proud of the results of The Mighty 5 campaign and are excited to see the impact it has made on our state’s economy,” said Daniel Conner, CEO of Struck. “For the campaign, we decided to step away from the ‘something for everyone’ approach and focus on showcasing Utah’s five iconic national parks, all of which can be seen in one trip.”
“Mighty 5 is break-through stuff for us,” said Vicki Varela, director of Tourism, Film and Global Branding for the state of Utah. “Mother Nature played favorites with Utah’s great landscapes, and this campaign motivates people to come have the experience.”
The Mighty 5 included broadcast, print, outdoor and digital placements, as well as hand-painted murals in LA and building wraps in Colorado.